All this pinkwashing that is driving us crazy is having an effect with women - denial that they may get breast cancer. Apparently men realize they are supporting breast cancer awareness but in women its different. There is a lot of psychology here but apparently some man must have dreamed up all this pink crap because women react differently to the pink stuff - they are more likely to go into denial that they will get breast cancer or whatever it was that got pinked.
Go read this article (after coffee so you don't fall asleep) and it explains how men and women react differently to ads and colors in them. They also use the example of graphic warnings of cancerous lungs on cigarette packs - women are more likely to go into denial that they will get the ailment.
So as far as I am concerned the NFL can wear pink helmets and cleats and they are supporting breast cancer but all that pink stuff for women is a bunch of hooey. There are some ways to help reduce your risk of getting breast cancer but buying a pinked thing isn't going to help you.